6 Flawless PR Solutions for Coworking Spaces
Even though the coworking industry was virtually non-existent a decade ago, it’s developing at the speed of light now. Based on research in 2019, there were over 5,000 coworking spaces in the US alone and 19,000 around the world. Those numbers will only go up. New competitors arrive every week, so the owners of coworking spaces need to keep a close watch on how their marketing is doing.
For example, you need to know where your leads come from and how they heard about you. If you don’t collect this data for marketing purposes, chances are that you’re missing an awesome opportunity to attract more people.
In this article, we're going to talk about the latest trends in the marketing of coworking spaces. By reviewing the best practices, you can see what could work to raise awareness of your awesome place to work.
Video is the most popular medium out there, and for a good reason. The interactive nature of videos captivates users. Your story and your space will stick in people's minds easier if it's shown in a video.
Joe Dives, Creative Director at One Giant, a London-based creative film agency shared in an interview what makes video the right content format for promoting a coworking space.
Humans aren’t hardwired to remember facts, but we are programmed to remember stories. If you tell a story about your company or your space, you can engage people emotionally and ensure they remember you, shared Joe.
Let your potential clients see the environment, facilities, rooms, etc., so they could see what they’re missing. Not to mention that they will be more comfortable with coming to your coworking space when they know what to expect.
You can share the video on your website as well as social media channels. Social media is perfect for attracting new members with an engaging video. If you use a paid social campaign you can even target your ideal members.
What you should pay attention to when creating a video about your coworking space is the following:
- Make a high-quality video. (Try a drag and drop video editor such as OFFEO.)
- Present the space in the best light (it should be squeaky clean, tidy, and organized).
- Use natural lighting to create a welcoming appeal.
- Focus both on the big picture and on attractive details (such as useful amenities or coworking software that enables booking with ease).
- Edit the video to perfection.
This is an absolute must that works for businesses in all industries. Customer testimonials help you build your online reputation and evoke trust in potential members.
The testimonials perform several benefiting functions:
- Establish brand authority and trust.
- Differentiate your space from other local coworking spaces.
- Show customers and search engines that you are an active business.
- Move people further down the sales funnel.
Customers always trust more the words of previous consumers than the business. The business can’t be objective about its services but users can. You should use this to your advantage and present a steady stream of positive testimonials.
There are two ways in which you can present testimonials:
- Video testimonials.
- Textual testimonials.
Video testimonials are great for social media sharing. Users will have a chance to get direct feedback from the previous members.
On the other hand, textual testimonials are often regular content on websites. If you share textual testimonials it is recommended that you add a photo along with the text. In that way, users will be able to connect the face with the statement which will make the testimonial more real to them.
Through testimonials you can encourage your regular visitors to share their own perspective on what makes your space the best choice.
A lack of an opportunity to try coworking space is a big barrier for many people. The hesitation to invest their money in something that may not be their ideal work environment is what holds people back.
The solution for winning these people over is simple. Instead of demanding full upfront payment or partial membership payment, design opportunities for free trials. Getting a chance to see whether coworking space is the right fit will be too hard to resist.
The trial can consist of demo days when potential members can sign up for the free trial day. Open the doors of your coworking spaces for all of the people who are still doubtful about it.
The crucial aspect is how you promote this. Use all available channels to get the work out there. You can also tell your loyal visitors about it so that they can share it with their freelancing friends and acquaintances.
To make the trial more tempting you can add a sense of urgency. Specify how many people can take part in the trial that day. You can make this a monthly tradition and show people what the coworking is all about.
Events are an amazing opportunity for your members to connect and promote their business. This networking possibility will give potential members another reason to join your coworking space.
By hosting events like morning breakfasts or evening happy hours, you’re encouraging clients to get to know each other. This helps with creating a sense of community plus makes your coworking space a better place to be.
Most people who come in coworking spaces are remote workers or freelancers. Meaning that they don't have coworkers by their side to spark up their working days. While some may love the solitude that comes with that, many freelancers would truly enjoy getting to know the people they regularly see in your coworking space.
The events you can organize can be of various types. Here are some suggestions you should consider:
- Idea sharing lunch event (members can grab a bite to eat and share their innovative ideas).
- Speaker event (get an experienced freelancer or expert in a niche to talk about topics relevant to coworking members).
- Live music night, happy hour night, or pizza night (let the members network in a casual and fun environment).
- Charity and non-profit event.
- New members orientation day (allow new members to get to know the space and mingle with other newcomers).
- Game or quiz nights (a little competitiveness teamed up with fun may be just what you members need).
Being the host of such events will help you build a powerful coworking brand. You will paint an image of a company that values interpersonal connections and aims for the ultimate comfort and enjoyment of its members.
While you probably have your brand content covered there is another media that can help you spread brand awareness – a blog. Did you know that more than 77% of internet users read blogs regularly? That’s not a percentage we can overlook.
Blogs can give that final nudge to potential members as well as attract people that aren’t even aware that coworking space is what they need. Another advantage of blogs is SEO. Providing relevant and valuable information through blog content will improve your position in search results.
Use your blog to share events, updates, announcements, and talk about topics that interest freelancers and remote workers. It is a perfect idea to keep everybody posted on what is happening and let others know what you’re doing to improve your business.
The basis of an effective blog is posting only high-quality content. The blog is another representation of your coworking space and poorly written content won’t spread a good message.
If you already have a content writer on your team, you can ask them if they are ready to take on a new role. Otherwise, you can reach out to credible writing services such as BestEssayEducation and GrabMyEssay.
When choosing a writer for your blog ensure that they are knowledgeable about the topics you want to cover. That’s why services that work with many writers are your best bet. This should go without saying, but don’t forget to edit and proofread all the posts before you hit that “post” button. Even online apps like Grammarly can do the trick, as long as you run the content through editing software.
Now, here is an idea that can launch your space among the innovators in the industry. Acquire a coworking app that is designed for improving the experience of your coworking members.
You can be Airbnb in the coworking space world. People are getting used to having an app for everything and your space should be no exception. This would make bookings, sharing announcements, marketing messages, ads, payments for services, getting credits, and other things much easier.
The on-demand coworking app can be that final ingredient that will put you above your competitors and give potential members a reason to join you. The convenience that comes with an app is what we are all looking for in this fast-paced life.
Schedule a demo call with us to know how andcards coworking space app can leverage your members' experience.
We have come to the end of the road. Promoting your coworking space is a necessity if you want to grow your business and make it in this growingly competitive industry. With these innovative coworking tips that will strengthen your PR campaign you can become the leading coworking space in your community and maintain that position.
The article was written by Estelle Liotard, a professional writer working with essay writing services such as SupremeDissertations. She is also experienced in running social media pages for businesses.